Week 5: Glossary

This week's Glossary on CRM & Engagement:

•CRM:

–A philosophy: A current business philosophy on creating value on relationships, not solely by advertising and public relations
–An email strategy: An email program that furthers customer awareness
–A software vendor: A software package

•Open Rate: The percentage of email recipients who open an email

•CAN SPAM: Federal legislation that doesn’t allow the use of false or misleading header information. Doesn’t use deceptive subject lines. Tells recipients where business is located. Tells recipients how to opt out of receiving future email from company. Honors opt-out requests promptly. Monitors what others are doing on your behalf.

•Brand Engagement: Engagement is where SEO, social media, usability, CRM and brand communications all come together. Engagement with a brand becomes an open conversation with that brand’s consumers

•Unsubscribe Rate: The percentage of email recipients that request they be removed from mailing list.

•Bounce rate: The percentage of email addresses on an email list that are returned as invalid

•Opt-in List: A list of consumers that have chosen to receive your company’s information and news

Keynote: Glossary

As promised, here is a list of glossary terms from the Jumpstart Keynote and links to them respectively:

• Netscape: 1. The first commercially available version of the Mosaic web browser which once owned more than a 90% share of the browser market 2. Netscape Communications, The company which had a record setting IPO in 1995 widely credited with srtting the stage for the dot com boom
• Dot Com Bubble : The period of rapidly rising stock prices, indiscriminate VC investment in Internet related companies
• Web 2.0 : The set of technical tools that followed the initial internet bubble that provided for vastly greater information sharing, social networking, enhanced user experience and increased collaboration.
• Online banner advertising: The use of the WWW as an advertising medium is largely credited to HotWired the online version of Wired Magazine. Initial click through rates on banners often exceeded 50% but are now generally well below 1%
• Site Optimization: The practice of optimizing the content and layout of a web site or landing page such that the most users take a desired action
• Search Engine Optimization (SEO): Optimizing a website so that it is discoverable by major search engines for a wide variety of search terms. The practice involves a constant cat and mouse game between SEO practitioners and Search Engine algorithms
• Search Engine Marketing (SEM): The practice of buying visibility on search engines like Google most frequently by bidding for keyword terms on a pay-per-click (PPC) basis
• Social Media: A Web 2.0 phenomenon in which individual users share web content with each other as well as details of their personal and professional lives. FaceBook, My Space, LinkedIn and Twitter are examples of social mediums.
• Social Media Marketing: The practice of promoting website content, products ideas or people through strategic and tactical use of social media.
• Web Analytics: The practice of tracking user activity on the Web. Google Analytics and Omniture are typically used to analyze web traffic which Atlas and Dart For Advertisers tend to be used to track advertising performance.
• Widget: A small program or graphical user interface that allows web users to manipulate certain information streaming from the web.

Note: Definitions provided above are solely those of the DMBC authors. Links to Wikipedia entries for glossary terms above are provided as a convenience and an alternative resource. Wikipedia entries are sometimes controversial and should not necessarily be considered definitive.

©Bruce Carlisle and Digital Axle, 2009, Use by Digital Marketing Boot Camp authorized under licensing agreement